“Krushers” – Marketing Strategic plan
15 April, 2010
Dr Melodena Stephens Balakrishnan
Assistant Professor, Faculty of Business and Management,
University of Wollongong in Dubai
Table of Contents
Introduction and Objective
Constraints and Assumption.
Product Need and Value.
Segmentation, Target & Positioning
Segmentation and Target
Sales and Profits
1 Introduction and Objective
Introduction: KFC Corporation, also known as Kentucky Fried Chicken, is a chain of fast food restaurants known all over the World since 1952, however the history of the company goes back to 1930. “KFC” is serving more than 12 million customers in 109 countries throughout the world every day. Company is actively franchising across the World during 58 years. Loyal customers can find their favorite restaurant in almost every developed country across the Globe. “KFC” established strong position in the market place and recognized by millions of people in the World for its “finger lickin’ good” chicken. “KFC” is serving more than 12 million customers in 109 countries throughout the world every day. Currently, The Company is the most popular chicken restaurant chain in the entire Globe. This particular report is focusing on KFC Arabia, United Arab Emirates in particular. KFC restaurants introduced to the Middle East region by franchise partner Americana since 1973. Currently, there are KFC branches in over 70 different locations across United Arab Emirates. Menu offered to the Arab World is more focused on chicken sandwiches and Colonel’s Crispy Strips, and also includes side items that are suited to local preferences and tastes. Product Portfolio: The fact that, “KFC” restaurants are associated by the customers with chicken, does not limit the range of products has been offered to the customers. Currently, more than 300 different types of products have been introduced by the company all over the World. World Famous menu contains of chicken pieces, salads, sandwiches, hamburgers, wraps, kebabs, snacks, sweets and sides, beverages. “KFC” Corporation constantly upgrades its menu with new innovative products in order to satisfy unmet needs of their current and future customers. KFC is introducing a new product called “Krushers” to the region; a new refreshing frozen drink. This new refreshing frozen drink first was introduced in 3 different flavors “Strawberry”, “Chocolate Krumble”, “Kookies N Kream”, followed by “Karamel Krunch” flavor that has been introduced later on in the Middle East. Objective: The objective of this report is to create strategic marketing plan for “Krushers” product and successfully launch it in the UAE.
2 Situational Analysis
External environmental analysis: PESTEL
Environmental (competitors): “Krushers” is introduced in a very competitive environment. There are several direct competitors in this product category, the biggest ones are MC flurry from MC Donald’s and Hand-Scooped shake from Hardees’s, these are traditional competitors for KFC in the fast-food segment and have similar products to the “Krushers”. Other competitors in this product category include Baskin Robins, StarBucks and Jonny Rockets as they offer frozen drinks as part of their product portfolio. Indirect competitors include Lipton’s Ice tea and Pulp Juice bar’s frozen drinks, they are considered as indirect competitors because they offer product replacements or substitutes to the “Krushers”. Sociological: The UAE population has higher levels of disposable income compared to the rest...
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